UK display online adspend forecast to fall 4%
The IAB Europe’s new annual AdEx Report predicts that UK display online adspend will decline by 4% this year, the first fall since 2001.
UK display adspend is forecast to fall 4% year on year to €628.5 million, although a 3% increase is expected in 2010, to €647.4 million.
UK search advertising, meanwhile, is forecast to grow by 3% in 2009, to €2.1 million, with a 4% increase in 2010.
Last month, eMarketer predicted that growth in UK online ad spending will be just 0.9% this year.
However, it is expected to regain some momentum in 2010, when the economy begins to rebound, and approach 10% growth in 2011.
In April, the IAB revealed that online adspend grew 17.1% in 2008, to £3.4 billion.
Total UK advertising spend fell by 3.5% in 2008 to £17.5 billion, said the IAB. However, the research revealed that the internet grew its share to 19.2% of total UK advertising expenditure – up 3.7 percentage points on 2007 (15.5%).